More Related Content Similar to Agenda21 - Optimising Paid Search campaigns (20) Agenda21 - Optimising Paid Search campaigns1. © agenda21 2013 – Private &
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© agenda21 2013 – Private &
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PPC – An Agency View
Presented at IAB: A World Without Search
Rhys Williams, Founding Partner
July 19th 2013
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Super search: a media channel like no other
▸ Search is not just a media channel, its becoming
influential in almost every decision we make
▸ When was last time you did something
important without searching first ?
▸ Check out your personal Google search
history - http://www.google.com/history
▸ And no I totally failed to fix the broken rear axel
on my bike !
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That needs to be central to a brands digital eco system
▸ Search needs to sit at the heart of a brands
digital eco-system
▸ Its complicated and there is no hiding place for
brands or agencies
▸ Management and optimisation requires a new
approach from agencies and clients
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Its totally transparent
▸ What other media channel allows a client (and
PPC managers) to login and see every change
made ?
▸ No hiding place for badly managed and run ppc
teams
▸ Equally PPC teams can show clients the work
they are putting in on an account and the results
its delivering
▸ One of the biggest challenges for any PPC team
is focussing on the right tasks that add value
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So that means you need a PPC team like no other
▸ 24/7 always on media channel
▸ Understand and adapt quickly to both market and platform
developments
▸ Accounts managed and optimised outside of the 9-5
▸ In-depth understanding of business dynamics and KPIs
▸ Data geeks, traders, planners and communicators
▸ In-depth understanding of tech platforms and custom build
▸ Need to harvest and integrate data into actionable insights
Challenge
▸ Dynamic and fast-paced trading
environment
▸ Business critical
▸ Requires specialist knowledge
▸ Technical
▸ Data intensive
Deliverable
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What does reacting to market conditions
mean in practise ?
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Why is operating outside of 9-5 so important ?
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▸ You don’t always need someone in the office and
make full use of ad scheduling
▸ But you do need the right technology partners
▸ Team process and management is critical
▸ Affiliates have become a lot smarter
and will target brands:
▸ Outside of 9-5 (when most
people check)
▸ On different devices
▸ Using advanced settings i.e
language
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1+1 should always = 2
▸ Firstly, get the data collection right:
▸ Review of current data sources
▸ Identify gaps in data and business
knowledge
▸ Correct setup of KPIs aligned with
business objectives
▸ Secondly, implement more advanced
techniques i.e
▸ Segments and custom variables
▸ Assisted conversions
▸ And finally build useful dashboards and
alerts to with link to PPC optimisation
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Hallelujah its raining tech
▸ Bid management technology has always played a key role in PPC optimisation but how much difference does it
really make?
▸ Great for organisation and workflow but can generic algorithms give advertisers a competitive
advantage
▸ Use in conjunction with custom bid optimisation/rule setting and that means PPC, data and tech
working together on PPC campaigns
▸ Historically, agencies (and clients) have not been good at developing tech but this has to change
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© agenda21 2013 – Private &
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Next generation optimisation – Trading Algorithms
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Client Market
Paid CPCs
Conversion Rates
Impression Share vs.
Lost Impression Share
Hierarchy of
Priorities
Market
Conditions
Trading
Algorithms
Search Volume
(Historic)
Search Volume
(Predictive)
Search CPC
Product:
Product example 1
Product example 2
Product example 3
Product example 4
Availability
Volume
Value
Margin
Frequency
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Not just any geek’s
▸ PPC campaigns are administrative heavy and this
can mean that less time is spent on optimising
accounts
▸ Work flow and process is mission critical but often
poorly managed and neglected
▸ At agenda21:
▸ 55% of time spent talking to clients and
optimising accounts
▸ 28% of time spent on admin and reporting –
working hard to drive this down further with
tech/data team
▸ How does your team/agency stack up ?
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Getting the right team and structure
▸ Most accounts have grown organically and will have been
built, amended and optimised by different teams
▸ Different PPC strategies when combined with staff turnover
will have a detrimental effect on performance
▸ Need to build a process to review and restructure accounts
(if required) on a regular basis
▸ Agencies have to work harder at keeping PPC team’s
engaged and motivated:
▸ Smaller ‘micro-teams’ with senior people actively
involved with accounts
▸ Integration with data and tech teams
▸ Need the right client commercials
▸ Efficient process and workflow – not just lip service
▸ Benchmarking and KPIs
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Process is good
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Checklists + Process
Daily planning and deliverables
Setting milestones
Time tracking and reconciliation
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Search and planning
▸ Having a strategic direction for accounts and a clear
communication platform is still important in search
marketing and often neglected
▸ Increasingly we are buying audiences and behaviours
not just keywords
▸ Keyword paths
▸ Re-targeting
▸ Integration with display
▸ Mobile search
▸ Shopping and Product Listing Ads
▸ Image and video search
▸ Needs planners and clients to think specifically about
search environment. Not just day-day tactical.
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Benchmarking PPC performance
▸ No need for expensive and often misleading
buying reviews
▸ How relevant is the bought CPT or CPC vs
pool for digital media ?
▸ Measure performance directly against the
market and your competitors
▸ CPC
▸ CTR
▸ Bounce Rate
▸ Impression share
▸ Device
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Looking to the future
▸ Search is no longer just buying keywords and increasingly its
about buying audiences/behaviours. Need strategic direction
and media planning.
▸ Your PPC team has to reflect the complexity of the channel
and that means binging together all the different skills in the
right way
▸ Harvesting the right data and getting it into actionable insights
is now vital– don’t die in excel hell
▸ Technology on its own is not the answer and you cannot just
“fire and forget”
▸ Increasing requirement to develop bespoke trading algorithms
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© agenda21 2013 – Private &
Confidential
For more information, please contact
Rhys@agenda21digital.com